Velocity Sellers, Inc

Velocity sellers logo
5 Reasons Branding is More Important Than Ever on Amazon
April 07, 2019

Think about your own experience as a customer on Amazon.

When you’re looking for something basic, let’s say a pair of shoes, do you stick to one specific brand or go for the best deal?

It’s likely some combination of the two.

So what makes a brand stand out? This insight by Amir Kassaei sums it up perfectly to us:

A brand is not a product, or a promise, or a feeling. It’s the sum of all the experiences you have with a company.”

So how do you create that experience? Here are the top five ways to establish effective branding on Amazon.

CREATE A POLISHED PRESENCE WITH STORE PAGESReasons Branding is More Important Than Ever on AmazonReasons Branding is More Important Than Ever on Amazon

Do not underestimate the power of a beautiful Amazon Store Page.

Perfect not just for sellers, but vendors, too, it’s an Amazon Advertising feature we recommend for three reasons:

  1. It showcases your brand in a streamlined way with user-friendly layouts (Product Grid, Marquee, and Showcase)
    1. Product Grid is best for: simply showing appealing pictures for your products.
    2. Marquee is best for: crisp and descriptive branding copy with pictures.
    3. Showcase is best for: displaying lifestyle images along with copy and products.

The choice you make will depend in part on your category, your current assets and your confidence in your branding copy.


Reasons Branding is More Important Than Ever on Amazon

Have you ever been excited about a product only to have it arrive in a flimsy box or without the instructions and product highlights you were expecting?

Make sure this is never your customers’ experience.

Create retail-ready packaging and an unboxing experience they’ll never forget by doing the following four things:

    1. Make sure your products are as damage-proof as possible.
    2. Integrate your branding with logos, pictures, and colors.
    3. Make the packaging easy to reseal for returns and storage.
    4. Highlight product benefits on the packaging and instructions if applicable.

Here’s a quick tip for product benefits: what do the first three bullet points of your Amazon listing talk about? If properly researched and written, it’ll give you all the information you need. Depending on the size of the packaging, integrate a condensed version or the original copy.

KEEP CUSTOMERS ENGAGED FOR A LIFETIME OF PURCHASESReasons Branding is More Important Than Ever on Amazon

Being involved in customer engagement does not end when they press ‘buy’ because your best customers will return to you time and again. And the most excited will write a rave review about you (or a scathing one, it goes both ways).

This means that the entire customer experience, from service and shipping to the product itself, should be great every time (see the stellar review above).

Thank customers for their loyalty, give them customized follow-ups for their favorite products, and use a referral code to incentive happy customers to share with a friend for a discount.

Shopify notifications are an easy way to set up autoresponders that make customers feel engaged throughout the entire buying process. Shopify notifications should also include shipping, refund, order numbers, and other confirmations.

Get strategic by segmenting your customer base for targeted email sequences by using a common marketing tool called the RFM (recency, frequency, monetary) campaign, gives you an accurate picture of each your customers through data showing how recently, how often and how much they spend.

Returns also have a lot to teach you about how to create even happier customers. Identify their real reasons why and try to make adjustments if possible. By going above and beyond when the problem is fixable, you may have turned a dissatisfied customer into a happy one for life!

Another way to establish loyalty is to offer a warranty program or a VIP club where customers can find additional resources, support, and or access for free just for being a repeat customer.

MAKE SURE YOUR WEBSITE ESTABLISHES YOUR BRANDReasons Branding is More Important Than Ever on Amazon

Have you ever liked a product or service on Amazon or Social Media and then clicked on their website and, hello 2004, they’ve never bothered to update it?

The picture above is the antithesis of this. Their site is on-brand, fresh, updated and full of all of the information we’re going to recommend. Plus it looks a lot like their Amazon store page from earlier which speaks to their cohesive branding strategy.

For an equally good first impression, your own website should, at the most foundational level, establish these three things:

  1. You’re a CURRENT, credible, and established brand with happy customers.
  2. You have an inspiring mission statement.
  3. You are easy to contact should customers run into any issues.

This requires the following content:

  • About Us
  • Products Page
  • Testimonials
  • Contact Us
  • Blog (not required but a strong recommendation)
  • Messenger pop-up (if appropriate and if managed well)

Another strongly recommended site feature is some sort of a sales funnel in place to collect email addresses. This is your opening to get potential and returning customers into an email marketing sequence. Keep them engaged with useful, occasional info and promotions.

To obtain their email address, give them something of value in return, like the eBook we’re currently giving away [link to bio]. The possibilities are endless, just make sure it highlights your brand accurately.

(One final note here: be sure that if you speak with an Amazon management service, that they are also focused on your overall online presence.)


Reasons Branding is More Important Than Ever on Amazon

As you grow, you will have inevitable growing pains. Turn this bad news into an asset for your business by responding to them.

Is the price point a pain point? Slightly lower margins for higher sales volume might make sense. Make sure that any Amazon management companies or Amazon listing management services you’re considering using are giving you insight into long-term solutions like these (as opposed to only short-term for immediate cash flow that might then run out).

Is there some quality issue with the product or packaging you may be able to address? Make this a major asset in your business! Hey, if Dominos did it, you can do it.

Sometimes the most beneficial changes come from outside input. Consider joining a mastermind with other eCommerce sellers for a support system while you work to fine-tune your business!

Whether it’s local or something online you find through a Google search, getting feedback in a supportive community full of other Amazon experts in progress could greatly benefit you.


Sometimes the best way to accelerate success is by speaking 1:1 with an Amazon specialists.

To speak directly with an Amazon branding consultant and expert knowledgeable in all things Amazon account management, schedule a free consultation session here.

Our professional Amazon seller management team is ready to help you up-level your branding and crush your sales goals!

Let’s reach your full potential on Amazon together.

To your success!


Leave a Reply

Your email address will not be published.

Amazon Managed Services

With over $1B in revenue driven and 60+ employees with specialized knowledge of the Amazon ecosystem, we are the experts in this space.

Peter Sims

Sales Executive & Brand Evangelist

Pete has been on Amazon for 3 years now and is very happy to found a home at Velocity Sellers. In his free time Pete is an avid hiker, runner, and bowler. He also enjoys reading any book he can get his hands on and making some tea to go along with it.

Arlind Hoxha

Creative Manager

As the Creative Manager at Velocity Sellers, Arlind leads with expertise honed over many years in creative agencies. He brings a wealth of experience guiding designers and excelling in ecommerce-focused endeavors. Beyond his professional prowess, Arlind is an avid gamer, seamlessly blending creativity and strategic thinking.

Florence Palahang

Administrative Manager

Holding a BS in Accountancy from Davao City and boasting seven years of experience as a Virtual Assistant, Florence has established herself as a valuable asset. With a background spanning 95 clients worldwide, she has found her niche at Velocity Sellers, focusing on Amazon marketplaces. Beyond work, Florence enjoys reading, crochet, and baking. Her collection of plants adds vibrancy to her mornings, and witnessing her family enjoy the outcomes of her efforts brings contentment to her universe.

Kiley Forche


An MBA graduate specializing in Finance, boasting 11+ years of expertise. Joined Velocity Seller in 2018, contributing to our growth. Outside work, treasures family time, exploring new destinations, and passionately supports Buckeye Football

Miljan Milev

Sr. Project Manager

Seasoned project manager adept in data and e-commerce projects, collaborating globally. Outside work, finds joy in traveling, cherishing moments with family and friends.

Camilla Messmer

Sr. Project Manager

University of Arkansas grad in Supply Chain Management, excelling in eCommerce project management. Enjoys baking, travel, and writing, adding a touch of creativity to every endeavor.

Zach Taylor

Director of Logistics

Zach, a graduate with a Sociology and Environmental Science degree from the University of Montana, has consistently found himself drawn to running businesses and improving business systems, logistics, and operations throughout his professional journey. In his free time, he enjoys cycling, running, and spending quality moments in the mountains with his family.

Chris Prall

Director of Advertising

A former chef turned Geomatics graduate. While studying, he delved into managing PPC campaigns for Amazon agencies and e-commerce clients, uncovering a passion for data-driven strategies. A maestro in crafting successful PPC campaigns, he’s fueled by driving client growth, from startups to 8-figure brands. Beyond work, Chris savors cooking, vinyl collecting, camping, and embracing the great outdoors

Steffanie Morrison

Director of Sales, Sr Marketplace Analyst

Steffanie brings a rich e-commerce background since 2013, selling products and advising brands. An analytical mind with degrees from Northern Illinois University and the University of Hartford, she resides in New Hampshire, relishing family moments, travel, and outdoor adventures like hiking and skiing with her husband and kids.

Eric Peterson

Director of Brand Onboarding

Master’s in marketing, film degree from Minnesota State University-Moorhead. At Velocity Sellers, he crafts brand value, excels in client service, and loves problem-solving. An advocate for animal welfare, he enjoys cooking, classic movies, and time with his dogs.

James Dee

Director of Brand Management

Over 20 years in e-commerce mastery, specializing in Amazon. Proven brand builder and business owner. Outside the office, a proud parent to five, including a Division 1 soccer player. Enjoys family time, the outdoors, and all things soccer.

Lisa Zajdel

Executive Director

Results-Driven Executive Director. With two decades of expertise in merchandising and retail, including a successful tenure as Kohl’s Private Label Buyer & E-commerce Manager, Lisa brings over 14 years of invaluable experience on Amazon. Her dedication to delivering results is unparalleled, ensuring a strategic, seasoned approach to optimizing your business for success.

Andrew Warner


Andrew Warner, Velocity Sellers’ CFO, occupies a central role in our financial triumph. His sharp fiscal oversight guarantees our operational efficiency, ultimately empowering our team to deliver unparalleled services to a global clientele, consistently setting high standards in the industry.

Jake Schwarzbaum​


As the Co-Founder and CEO of Velocity Sellers, Jake Schwarzbaum co-launched the company while supporting his father, Nathan, during leukemia treatments. His dedication to helping brands succeed on Amazon, without relying on automated systems, drives Velocity Sellers’ commitment to excellence.


How To Become Unstoppable On Amazon

This field is for validation purposes and should be left unchanged.